VIP LOUNGE: MCM is calling out to young go-getters with its latest campaign launching Thursday.
Cara Delevingne and South Korean model Xu Meen are shown lounging with luggage and other items in the brand’s signature caramel-toned monogram in the visuals captured by New York City-based British photographer Craig McDean.
Sabine Brunner, the brand’s president and brand and commercial officer, said she was pleased to reveal the two as “the latest MCM Mavericks — the tribe of like-minded, rule-breaking individuals who embody the spirit of our brand.”
She added that the campaign was tied to the brand’s avowed purpose of dressing such a crowd, deeming the spring collection blurring leisure and workwear as “perfect for a journey of sophisticated rebellion, discovering what’s new and creating what’s next.”
Delevingne and Meen are meant to represent the brand’s tribe, described as “diverse and dynamic digital nomads who follow their own true North” by the brand.
For spring 2024, the brand put an emphasis on a head-to-toe look, showcasing the duo in its sporty ready-to-wear offering of white tops, sports coats and double-breasted jackets, with the Visetos trainers or the new Laurel flats.
Xu Meen in MCM’s spring campaign.
Craig McDean/Courtesy of MCM
Completing their ready-for-anything stance were the brand’s accessories, ranging from suitcases and duffle bags to the XL Visetos Diamond tote, the Medium Starck Tennis backpack and the Small Ella Boston bag.
The campaign was creatively directed by Fabien Baron, who was also behind last summer’s campaign with Cindy Crawford. Stylist Karl Templer, makeup artist Pat McGrath and hairstylist Guido Palau were also involved.
Timed with the campaign’s release, the German’s brand spring collection will arrive online and in its retail network.
